Huge on ground activity around 'Spiderman 2'

MUMBAI: One of the biggest films of the year Spiderman 2 will swing in to cinemas on 23 July. Columbia Tristar is pulling out all the stops to generate buzz.

On the ground it will put up 100 hoardings across the country. In Mumbai, it is looking at tying with Cafe Mocha in Juhu. Here you will have Spiderman sitting on the roof. It will also have a hoarding made of fibre glass in the suburb.

On television it has promotions with among others the action oriented AXN. The Spiderman logo started appearing on top of the channel yesterday and will stay there for a few more days. The broadcaster is also running a contest. Merchandise is being handed out like umbrellas, T-shirts, beach towels. The on air promotion leads into the Spiderman website.

Columbia Tristar is also using the huge youth marketing pull of Mtv. The broadcaster is running promos and spots. It also having a contest wherein the winner is flown for the London premiere. In Mumbai the studio is also planning a star studded glittering premiere normally reserved for Hindi movies.

The studio is also planning major in cinema promotions. While walking up the staircase for instance patrons looking up will be able to see Spiderman. One of the studio's partners on the movie- Kelloggs is running a school programme. A kit is given to school children, who buy a Chocos pack. This will contain a crossword puzzle, a Spidey game, labels.

Another partner, Sony Ericsson will push the film through in store visibility and its new digital camera called Cybershot. The company will conduct retail activity in shopping malls.

The question that arises is why Columbia Tristar did not go in for a same day same date release as the US. Warner had done this for the third Harry Potter movie. Speaking to Indiantelevision.com Columbia TriStar Films of India publicity and acquisitions head Vikramjit Roy said, "We wanted to cash in the buzz that Spiderman 2 got in the US. It has made $40.5 million on the opening day which is a record. The first movie had made $39.4 million."